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Google Quality Score & the PPC Black Hole

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Google Quality Score & The PPC Black Hole
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Who am I?
Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What is quality score? ,[object Object],[object Object]
Why should you care? ,[object Object]
Cracking open the black box of QS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
DANGER! The Drop Zone The Drop Zone If you bid between the average CPC and the minimum bid, your position will drop like a stone so if position is important, bid more. You won’t pay more unless bidding increases.
Restructuring an Account ,[object Object],[object Object],[object Object],[object Object]
CTR ,[object Object],[object Object],[object Object]
Quality Score ,[object Object],[object Object],[object Object]
What is “Deeplinking”? ,[object Object]
Why should you care? ,[object Object]
Landing Page ,[object Object],[object Object],[object Object],[object Object],[object Object]
Factors that Influence Cost ,[object Object],[object Object],[object Object],[object Object],[object Object]
Game It ,[object Object],[object Object],[object Object],[object Object]
What is Bid Placement ,[object Object],[object Object],[object Object],[object Object],[object Object]
How Bid Placement Works ,[object Object]
This will activate it for all ad groups on default setting of “any” for position preference
Set the position preference you wish
When to use Position Preference ,[object Object],[object Object],[object Object]
Campaign Structure ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Campaigns ,[object Object],[object Object],[object Object]
Ad Copy ,[object Object],[object Object],[object Object]
Ad Copy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Ad Copy – Beware of... ,[object Object],[object Object],[object Object],[object Object]
PPC Match Types ,[object Object],[object Object],[object Object],[object Object]
Broad Match ,[object Object],[object Object],[object Object],[object Object]
Phrase Match ,[object Object],[object Object],[object Object],[object Object]
Exact Match ,[object Object],[object Object],[object Object],[object Object]
Negative Keywords ,[object Object],[object Object],[object Object]
Optimise your performance
Don’t pay for keywords that aren’t relevant… … use the search query report to find and negative match them
Create additional adgroups containing new targeted terms… … or add them to existing campaigns to increase relevance & lower cost
Focus, change, add, and remove ad creative… … don’t just let it ride
Wash, Rinse, Repeat Shine 
THANK YOU! [email_address] http://www.seshet.co.uk http://www.linkedin.com/profile?viewProfile=&key=10335408 http://www.seo-chicks.com http://www.twitter.com/JudithLewis

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Google Quality Score & the PPC Black Hole

  • 1. Google Quality Score & The PPC Black Hole
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  • 7. DANGER! The Drop Zone The Drop Zone If you bid between the average CPC and the minimum bid, your position will drop like a stone so if position is important, bid more. You won’t pay more unless bidding increases.
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  • 18. This will activate it for all ad groups on default setting of “any” for position preference
  • 19. Set the position preference you wish
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  • 32. Don’t pay for keywords that aren’t relevant… … use the search query report to find and negative match them
  • 33. Create additional adgroups containing new targeted terms… … or add them to existing campaigns to increase relevance & lower cost
  • 34. Focus, change, add, and remove ad creative… … don’t just let it ride
  • 35. Wash, Rinse, Repeat Shine 
  • 36. THANK YOU! [email_address] http://www.seshet.co.uk http://www.linkedin.com/profile?viewProfile=&key=10335408 http://www.seo-chicks.com http://www.twitter.com/JudithLewis